Serena

Serena Syed Hussain is first and foremost a bedroom creative and artist - now in her 40's she's still as curious and creative as she was at 12 years old. With more than 20 professional years in media, content creation, and communications, she has taken her strategic consulting work to new levels through her recent MSc in Systems Thinking.

What is Systems thinking?

Systems thinking is an approach to understand complexity by viewing systems as wholes rather than merely the sum of their parts. It emphasises the relationships and interactions between components within a system which allows for a deeper understanding of how things influence one another. This approach has proven to be useful in fields ranging from design and problem-solving, to engineering and political strategy. It helps to identify root causes of issues than than addressing symptoms. By expanding perspectives, systems thinking brings clarity to complex situations and enables effective action in dynamic contexts.

Serena's aim with the majority of her YouTube content and her consulting work is to demonstrate the 'bricoleur mindset' - using an interdisciplinary approach, reflexive practice, and zoomed-out critical thinking to foster innovative solutions and meaningful engagement. A qualified yoga teacher, dancer/choreographer, and budding musician (practicing her instruments daily), Serena's creativity also extends into abstract art, where she expresses her vision through acrylics and watercolour on canvas in her home studio.

Serena's holistic approach to life and work has been enriched by being an adoptive parent to her now-teenaged child. This significant experience has pushed her into even deeper non-conformity in both personal and professional spheres.

Currently completing a Masters of Science (MSc) in Systems Thinking, Serena merges her academic pursuits with her professional life as a chartered communications professional. She was selected as one of two finalists for President of the Chartered Institute for Public Relations (CIPR) but chose to step back to focus on Serena's Playbook, her academic research, and launching Puck's House - an interdisciplinary institute bringing together academics, artists, thinkers, and changemakers for collaborative innovation.

YouTube:

Through Puck's House, Serena creates space for leaders and creators to think, collaborate, and produce research and policy that drives impactful change. Its creative content arm, Life Vocabulary on YouTube, captures and shares insights from these collaborations, making complex ideas accessible and actionable.

Serena extends her influence through additional YouTube channels: Serena's Playbook channel offers strategic thought for students, leaders, and entrepreneurs; her media and politics commentary channel 'Serena Syed' takes a systems thinking approach to socio-political issues with a comedic edge; and Serena Syed Hussain on YouTube shares personal reflections on transparent living, brand building, and embracing digital community.

PR Contact: serena@serenasyed.com